My Ultimate All-Time Greatest Marketing Campaign

My last post left me in San Francisco in 1982 on the eve of a party where I was to be included in a list of the town’s 100 most eligible bachelors.

It was the day of the big party. I must admit, I was getting more than a little nervous about this marketing campaign to find myself the ultimate woman. I put on some fancy duds and cruised down to the Embarcadero. It was 4:30 in the afternoon on a bright sunny day. It seemed a little early for a party, but the organizers wanted to have it early to get more media attention. (Based on what I’d heard on the radio, they weren’t suffering from any shortage of media attention!)

At the disco, there was a red carpet and several television cameras. Radio guys were trying to get interviews as guests walked down the red carpet. I was getting even more nervous about this.

At the end of the red carpet a woman greeted me. “Welcome. You must be Jim Du Molin.” She pinned a yellow rose to my lapel and told me to go on in.

I walked into the disco. It was a bright sunny day out, and walking into the dark disco was like walking into a theater and waiting for your eyes to adjust to the dark.

I stood awkwardly in the entrance for a moment. As my eyes slowly adjusted to the low light, I noticed the place was crawling with women. Lots of gorgeous women, all looking at the book, looking at me, looking back at the book. I realized they were searching The Bachelor Book to find out who I was. They had pages marked with grading systems, point systems, paper clips, you name it. And it came to me, all of sudden, that for the first time in my life I was the “meat” at a meat market! It was great!

Let me tell you, I have never been to a party like that, not before or since. Loads of women came up to me to give me their business cards and ask me out. It was overwhelming; the ultimate marketing plan was working! After about the tenth business card it occurred to me to put a code system on them so I could remember who was who.

I met two unbelievably beautiful women at this party; I went on to date both of them. Unfortunately, a year later they had each married rich older men. So I was on my own again.

I had rented a post office box just to deal with the mail from this book. I had received about 200 letters but hadn’t answered any of them. Then I got one particular letter at home. It was from a woman who had read the book, and it was a great letter, intelligent, well thought out, interesting. She also sent a great photo highlighting her curly blond hair and blue eyes.

I said, “Well, I’m going to give this woman a call.”

Later on my partner saw her picture. “Wow. Who’s this?” he asked.

“She sent me a letter. She read The Bachelor Book.”

When he read the letter, he said, “You know, Jim, this woman is perfect for you. I’ve known you now for five years and she’s just what you need. Have you called her?”

I said, “I’ll call her next week. My friend Ralph is coming to town this weekend.”

My partner reiterated, “You have to promise to call her!” So I promised.

That weekend, Ralph, my best friend, came to town and we were having a beer in my apartment. He saw the photo and asked about it. I told him the story and showed him the letter.

He read the letter. “Jim, this woman is perfect for you. I’ve known you since kindergarten. I roomed with you in college. She is everything you need. Have you called her?”

I said, “I’m going to call her next week.”

Fifteen minutes later (with God as my witness!) the telephone rang. It was Suzanne. She asked why I hadn’t answered her letter.

Nine months later she and I were married. I was a mail-order husband picked out of a catalogue. (Not that I have any complaints about that!)

Stay tuned to see how my marriage marketing campaign worked out in the long run!

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